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- Publisher
- Springer Journals
- Copyright
- 1989 Academy of Marketing Science
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1007/BF02726356
- Publisher site
- See Article on Publisher Site
Abstract
Abstract Technological innovation has become increasingly important to new product development in American industry because of the potential competitive advantage it offers. In this study extensive observation and interviewing over more than two years in one prominent Frtune 500 industrial manufacturer provides strong evidence that logistics can and does play important—and sometimes surprising—roles in the development and launch of new technological products. This article describes logistics activities during the development and launch of technological innovations, identifies key roles played by logistics, relates lessons learned and proposes directions for future research.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Dec 1, 1989